Home & Heritage Communications

In this section

Personalised communications through traditional media are the best way to talk to a group that values plain speaking, familiarity of content and local connection.

Tone

Candour and transparency are key for a group who are suspicious of sneaky selling, so a focus on the familiarity of the offer in local media helps.

While plain-speaking is their number one requirement, Home & Heritage are open to persuasion if appealed to directly with tailored communications that meet their tastes and access needs and offer a complete package, which may involve provision of transport.
They are not inclined to be risk-taking so familiar pieces, names and stories, adaptations of known works and plenty of local media coverage are important ways of connecting and overcoming concerns and a natural inertia.

Channels

The personal touch is everything, and this group is more willing to pick up the phone and hear about an offer than respond to an ad.

Broadsheet and tabloid readers, they have the highest index for The Daily Mail, at 28%.
They have a low reception to (and are even suspicious of) broadcast advertising, and prefer a more personalised approach.
They respond to tailored/targeted communications, like direct postal mail (and in some cases e-comms), telephone calls and face-to-face contact
Light internet users, they are generally technophobic and the least likely segment to use any social networking sites.